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March 2018

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After having established themselves in the minds of the Indian consumers and on their bodies in the literal sense, undergarment brands like VIP, Jockey and Facit are now developing brand-extensions, by venturing in to leisurewear.

This could also help them increase revenues, piggy riding on the success of their well-entrenched innerwear brands. Jockey, for instance has now a well-developed portfolio in the leisurewear segment, which it calls Jockey Sport.

Forbes Brands, the apparel division of the Shapoorji Pallonji owned, Gokak Textiles too has launched a new youth-centric brand; 'Facit', which is aimed at the men's category and the youth in particular by focusing on T-Shirts, along with the innerwear segment.

"Forbes is targeting the larger mid-segment of the apparel market, again of which, is a particular segment; the youth category. The T-shirts will be priced between Rs 300-400 to fulfill the market-demand for these products at those price-levels", Mr Nischal Puri, CEO, Forbes Brands told fibre2fashion.

Maxwell Industries Ltd, the Mumbai based undergarments company, which has well-entrenched brands like, VIP, Frenchie and Feelings is also contemplating exploring this category and hopes to garner 15 percent of the overall business, from this segment.

Speaking exclusively to fibre2fashion, Mr Avinash Kishore, Marketing Manager of Maxwell Industries said, “Leisurewear as a segment is growing at a very healthy rate. Currently we do not offer any thing in this category, but we are looking at activewear and leisure-ear as a category to enter into.

“This means a complete new range of product offerings to be marketed under the current brand names that we own (VIP / Frenchie / X / Feelings). Entry into the category also provides certain imagery to the brand that will help in overall growth of the organization. We are targeting that this category will contribute 15 percent to the total business.”

When asked as to which consumer segment they are targeting, he replied by saying, “Predominantly we will be targeting consumer in the age-group of 18 to 40 years. They will be falling in SEC A2 / B1 / B2. This set of consumer is currently using either our brands or of the competition and what they require is products that suits their lifestyle and provides value to them.

Giving details of the leisure-wear products under consideration, he said, “In our current portfolio, we do have some products in the leisurewear category but now we will be focusing on the category with more and new products like, T- Shirts, Track Pants, Bermudas, Boxer Shorts, Muscle Vest, Gym Vest and Tank Tops”.